Investigators from University of Richmond Zero in on Sustainability Research (Society or the Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities)

Ecology Daily News |

2019 APR 15 (NewsRx) -- By a News Reporter-Staff News Editor at Ecology Daily News -- Research findings on Sustainability Research are discussed in a new report. According to news reporting originating in Richmond, Virginia, by NewsRx journalists, research stated, “This research examines how and why consumers evaluate brand messages about corporate social responsibility (CSR) activities differently. Insights from secondary data suggest that brands may prioritize environmental activities over social activities, and vice versa, depending on the type of company.”

Financial support for this research came from Department of Defense Northwest Manufacturing Initiative.

The news reporters obtained a quote from the research from the University of Richmond, “Using a field experiment and surveys, we explore whether consumers’ attitudes toward these brand decisions follow company priorities. We find that consumers perceive brands that sell goods and communicate messages about environmental sustainability activities more positively than services companies, while consumers perceive brands that provide services and communicate messages about social sustainability activities more positively than goods companies. We show that the tangibility of the brand’s offering also impacts brand attitudes in a similar way.”

According to the news reporters, the research concluded: “These findings have important implications for brand managers as they communicate CSR activities and attempt to maximize sustainability investments across various causes.”

For more information on this research see: Society or the Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities. Journal of Brand Management, 2019;26(1):21-34. Journal of Brand Management can be contacted at: Palgrave Macmillan Ltd, Brunel Rd Bldg, Houndmills, Basingstoke RG21 6XS, Hants, England.

Our news correspondents report that additional information may be obtained by contacting S. Hanson, University of Richmond, Robins Sch Business, 1 Gateway Rd, Richmond, VA 23173, United States. Additional authors for this research include L. Jiang, J. Ye and N. Murthy.

The direct object identifier (DOI) for that additional information is: https://doi.org/10.1057/s41262-018-0110-8. This DOI is a link to an online electronic document that is either free or for purchase, and can be your direct source for a journal article and its citation.

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